Abstract: The purpose of this study is to examine the relationship between market orientation and manufacturing industry performance, with organizational learning and e-business adoption serving as mediating factors, grounded in the Resource-Based View (RBV). The findings indicate that manufacturing industry performance is positively associated with market orientation, organizational learning, and e-business adoption. Furthermore, market orientation significantly influences organizational learning and e-business adoption, thereby enhancing manufacturing industry performance. This study contributes to the marketing literature by offering a parsimonious framework for understanding these relationships. The results, based on analyses of manufacturing industry sectors, provide a baseline perspective for marketing management professionals working within manufacturing firms.
Keywords: Organizational Learning, E-Business Adoption, Market Orientation, Manufacturing Industry Performance.
Title: Is there a mediating effect of organizational learning and e-business adoption in the relationship between market orientation and manufacturing industry performance?
Author: Meisam Karami, Hamid Bouraghi
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
Vol. 13, Issue 1, April 2025 - September 2025
Page No: 487-499
Research Publish Journals
Website: www.researchpublish.com
Published Date: 05-September-2025
